Asian Journal for Public Opinion Research

Center for Asian Public Opinion Research & Collaboration Initiative (충남대학교 아시아여론조사학회)
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The Public Opinion of Corporate Social Responsibility Activities in South Korea: Examining the Effects of Communal and Exchange Relationships Between Citizens and Corporations

  • Lee, Soobum (Department of Mass Communication Incheon National University) ;
  • Jin, Bumsub (School of Advertising and Public Relations Hongik University)
  • Published : 2017.02.28
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Abstract

This study explores how South Korean citizens evaluate corporate social responsibility (CSR) practices based on communal and exchange relationships. Specifically, it examines whether their evaluations of the two types of relationships are related to their supportive opinions, such as positive attitudes toward corporations and behavioral intentions to purchase products. The findings show that the communal relationship between an energy corporation and its local residents is more related to their supportive opinions than exchange relationship. That is, a communal relationship tends to generate more positive business outcomes than an exchange relationship. This study concludes that corporations should prepare for useful community outreach and CSR programs for their local community. Practitioners need to focus on building communal relationships with community members through their programs.

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